Reading Time: < 1 minute The experience will open hearts and minds (Photo: PETA)
Reading Time: < 1 minute

Animal rights charity PETA has launched a new virtual reality experience.

‘Eye to Eye’, created in cooperation with creative agency Kolle Rebbe and digital agency Demodern, allows humans and animals to ‘meet on equal terms in order to start a dialogue that will open eyes and hearts’.

According to PETA, it was inspired by what would happen if we could have a conversation with animals – how would we respond if they ask us why we lock them up, eat them, or turn them into clothing?


Hendrik Thiele, PETA Germany’s Head of Creation and Major Projects, explains the idea behind the project, saying: “We’re living in a tech-loving world.

“Virtual reality gives us the chance to reach out to people who’ve never thought about animal rights before, or only briefly.

“Part of the strategy is to celebrate the premiere of ‘Eye to Eye’ at the internet and technology conference re:publica in Berlin.”

You can watch a video of Eye to Eye here

Maria Chiorando

Maria is a news and features writer for Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. She was previously the editor of Plant Based News for over 3 years.